Your audio cables shouldn't change the sound of your system. Instead, they should simply allow your system to perform normally.
Cable resistance is the most important thing. Then comes compacitance and inductance. If a cable measures well on an audio analyzer, it will be equally transparent to a different cable with the same or similar measurements. If the differences between measurements are beyond the threshold of human hearing, you will hear no difference.
Audiophiles often hear differences in cables due to volume matching issues and confirmation bias. The power of suggestion is very strong. It's like trying a restaurant that your friends and family suggested. Since they like it so much, you're going to try and appreciate the food and drinks more.
Cables are very inexpensive to produce. Companies selling it for thousands of dollars are taking advantage of audiophile gullibility.